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In a global first, Liberty of London was treated to Pepsi’s I Live for NowTM Capsule Collection in celebration of the impending World Cup. As part of ‘The Art of Football’ program, six vibrant street artists from around the world have been displaying their work in a range of fresh and creative ways. The UK’s professional doodle bomber, Hattie Stewart; Argentinian urban artist, Jaz; Brazilian illustrator and street artist Ricardo AKN; Spanish-based visual artist Zosen; MerijnHos, visual artist from the Netherlands and Argentinian street artist Ever – are the pick of the bunch.

Hattie Stewart was on-site to unveil her window display collaboration with Original Penguin byMunsingwear, while treating fans to a live ‘doodlebombing’ session – giving customers an exclusive piece to take home.

“We were inspired by the link between the sport of football and the world of art – both places where passion leads to great acts of creativity. Motivated by our 2014 global football campaign, the Pepsi ‘Live for Now’ Capsule Collection brings the best of art and football to life,” said Kristin Patrick, Pepsi Global Chief Marketing Officer, PepsiCo Global Beverages Group.
“Our first-of-its- kind art collection, ‘The Art of Football,’ was unveiled in a gallery, then spread across the streets of the world with our out-of-home campaign and now as a collection that a young, style-savvy generation will covet. Pepsi has been a cultural icon for many years and today we celebrate the ability of our brand to find a new place in consumers’ hearts and minds. The Pepsi ‘Live for Now’ collection is both wearable and enviable, combining the best design with the joy of living in the now”, he adds.

The collection itself features a range of apparel, accessories and electronics. Men’s tees from Original Penguin, baseball caps from Gents and creative skateboards from SHUT all display the artists’ inspired designs.
After all, if you aren’t a fan of football, at least the World Cup is bringing a taste of world art and culture with it.

Isabella Stockwell
For more information on the Pepsi “Live for Now” Capsule Collection, click here.